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The Premier League

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The Premier League The Premier League Social Network Rankings A complete guide to the performance of the English Premier League clubs on Facebook, Instagram, Twitter, YouTube and Weibo 2019 ABOUT THE REPORT Social Network Rankings from Newton Insight is the most comprehensive study on the domestic and international influence of Premier League clubs in global social media. Going beyond simple lists tallying follower numbers, the authors comprehensively breakdown and cross reference engagement levels, speed of growth and fan sentiment. The report is a reference for clubs to assess their performance and competitiveness across different social networks. For sponsors and marketers, the results highlight how much value social networks are adding to the global fan base of the Premier League. Newton Insight’s report is essential reading for anyone with an interest in the business of football and the roles social media and branding play in shaping its future. About Newton Insight Newton Insight is a full-service social media research agency based in London. The company was founded in 2016 by a management team with extensive experience of reporting the business and commercial value of media. Newton Insight delivers analytics on social media trends and deeper insights into audience attitudes, opinions and emotions. We operate across all business, public and sports sectors. For more information about this report or to discuss your research requirements please contact Philip Lynch. Contact [email protected] +44 (0)7984 579924 www.newtoninsight.net CONTENTS 2019 Foreword Page 5 Key Trends 2019 Page 6 A Day In The Life Page 7 MAIN TABLE Page 8 Derby Stats Page 11 Manchester United Page 12 Liverpool Page 13 Beyond The Big Six Page 14 Promoted Clubs Page 15 Total Fans Page 16 Total Posts Page 17 Total Engagement Page 18 Normalised Engagement Page 19 Fan Satisfaction Page 20 THE SOCIAL NETWORKS Page 21 Spotlight: Facebook Page 33 DATA TABLES Page 36 Facebook Page 40 Instagram Page 42 Twitter Page 44 YouTube Page 46 Weibo Page 48 Disclaimer Page 51 FOREWORD The headlines for 2019 are predictable enough; Facebook is still the biggest social media channel for the Premier League and Manchester United is still the #1 club. Most of us love the unpredictability of the Premier League, even though we know only a handful of clubs stand a realistic chance of winning it. The same is true of social media. Yes, we know Facebook is important and we expect United and the other members of the 'Big Six' to end up at the top of the table, but beyond that, everything is up for grabs. Manchester United are #1, but Manchester City is growing faster on Facebook and Liverpool is outpacing United on Instagram. In China, Chelsea is adding more fans than any other club, United included. Our latest analysis contains many examples of mid-size and smaller clubs excelling in their efforts to grow their global fan bases. Not every success is the social media equivalent of an Andros Townsend screamer, but there are plenty of surprises outside of the Big Six in Social Network Rankings 2019. Burnley is doing well in China and closer to home Brighton & Hove Albion has doubled engagement with fans on Twitter. Wolverhampton Wanderers fans are hugely motivated to engage with their club on all social networks. There are challenges too, with some of the Premier League's biggest clubs struggling to find new ways to maintain fan engagement on Facebook or to stimulate new growth on Weibo. The social networks themselves have experienced contrasting fortunes over the past twelve months. Instagram has displaced Twitter as the second-largest social network for the Premier League. Over on YouTube, fan engagement has doubled, thanks to United's decision to launch an official YouTube channel. As ever, the aim of Social Network Rankings is to squeeze as much meaning as we can from the metrics available from the network APIs. We put in a lot of effort and we check the numbers carefully. We hope our findings stimulate the thinking of the clubs, sponsors and advertisers and everyone with an interest in the development of the Premier League. KEY TRENDS FOR 2019 • The Premier League clubs added 52M fans (+13%) in global social networks in 2018. This equates to 140K new fans per day • Despite a challenging start on the pitch for the 2018-19 season, Manchester United remains the #1 Premier League club on social networks. The club has the largest fan base on Facebook, Twitter, Instagram and Weibo • Manchester United’s launch of an official YouTube channel in February 2018 has achieved a subscriber base of 1.3M. This ranks United third behind Liverpool (1.8M) and Manchester City (1.6M) on YouTube • On Facebook, Manchester United, Chelsea and Arsenal did not grow their fan bases in 2018 • Manchester City is the fastest growing club on Facebook, with 7M new fans acquired in 2018. City accounts for over half of all Premier League fan growth on Facebook • Fan engagement on Facebook slumped by 42% in 2018 as fans moved their activity to Instagram and the clubs struggled to adapt to changes in Facebook’s newsfeed algorithm • Liverpool is adding more fans on Instagram than any other club; 6M new fans in 2018 • Chelsea is the fastest-growing club on China’s Weibo; 1.3M new fans in 2018 • Liverpool, Bournemouth and Spurs fans express most satisfaction with their clubs • Wolves, Brighton and Liverpool have the most engaged fans A DAY IN THE LIFE OF THE PREMIER LEAGUE 140k 720 140,000 new fans join a club Premier League clubs account publish 720 new posts 34k 7.5m 34,000 new fans join Fans engage with on Facebook their clubs 7.5 million times 70k 940k 70,000 new fans Fans watch YouTube join on Instagram videos 940,000 times 20k 5m 20,000 new fans join 5 million fan on Twitter engagements happen on Instagram Average daily values for January-December 2018 Main Table Social Network Rankings 2019 MAIN TABLE 2019 Social Network Rank Jan-Dec 2018 Manchester United 60.2 Liverpool 55.0 Manchester City 44.5 Chelsea 42.9 Arsenal 41.2 Tottenham Hotspur 32.9 Wolverhampton Wanderers 29.9 Huddersfield 20.7 Burnley 20.1 Crystal Palace 19.4 Brighton & Hove 18.8 Everton 18.1 Southampton 17.8 West Ham 17.2 Cardiff 17.0 Watford 16.1 Newcastle 15.7 Leicester 15.3 Fulham 14.7 Bournemouth 12.2 MAIN TABLE 2019 Facebook Twitter Instagram YouTube Weibo Score & Rank Fans Rank Team Growth Fans ('000) Growth Fans ('000) Growth Fans ('000) Growth Fans ('000) Growth Score (‘000) (Previous) Manchester 73,276,533 -0.6% 18,605,492 12.1% 25,285,662 25.4% 1,306,951 163.6% 9,318,266 1.1% 60.2 United 1 (1) Liverpool 32,365,967 6.4% 10,853,499 15.6% 11,428,921 116.9% 1,776,837 137.6% 2,501,761 6.1% 55.0 2 (5) Manchester 36,662,383 26.3% 6,550,936 17.2% 9,798,420 64.2% 1,577,545 45.8% 8,312,536 0.8% 44.5 City 3 (2) Chelsea 47,717,760 -0.3% 12,319,114 9.0% 14,342,802 33.8% 1,040,785 44.6% 4,265,081 46.6% 42.9 4 (3) Arsenal 37,780,252 -0.3% 13,930,181 9.8% 13,014,879 24.0% 1,133,425 55.3% 4,784,022 2.3% 41.2 5 (4) Tottenham 10,296,754 18.8% 3,159,120 21.1% 3,405,047 107.8% 412,424 79.5% 1,965,394 28.3% 32.9 Hotspur 6 (7) Wolverhampton 493,147 55.2% 355,642 36.1% 215,190 329.2% 42,789 63.9% 149,657 - 29.9 Wanderers 7 (-) Huddersfield 141,976 25.8% 170,813 30.3% 128,929 125.8% 16,156 39.5% 12,158 166.4% 20.7 8 (6) Burnley 408,769 5.1% 386,224 25.3% 202,868 56.8% 13,755 50.4% 93,366 1790.0% 20.1 9 (12) Crystal Palace 1,079,368 1.4% 783,922 17.7% 355,647 55.1% 35,615 33.4% 16,679 16.6% 19.4 10 (11) Brighton & 243,812 16.5% 211,417 30.7% 177,498 134.9% 19,321 20.8% n/a n/a 18.8 Hove 11 (14) Everton 3,106,687 1.7% 1,724,823 21.2% 821,417 55.1% 113,857 62.6% 17,046 2.6% 18.1 12 (9) Southampton 3,079,530 76.8% 1,032,578 13.6% 437,550 36.8% 55,440 17.2% 132,032 102.9% 17.8 13 (18) West Ham 2,301,406 0.2% 1,420,084 4.3% 679,175 39.9% 99,923 59.7% 85,484 1.2% 17.2 14 (10) Cardiff 507,956 2.8% 280,753 19.5% 87,771 154.3% 18,116 44.1% 1,140 0.0% 17.0 15 (-) Watford 419,375 6.5% 484,323 19.4% 313,225 73.9% 20,084 32.7% 4,278 3.9% 16.1 16 (13) Newcastle 2,151,353 0.5% 1,323,550 10.6% 220,483 71.2% 40,004 17.6% 50,688 82.9% 15.7 17 (8) Leicester 6,634,498 0.6% 1,268,943 15.2% 2,559,463 35.3% 78,197 22.7% 529,966 0.3% 15.3 18 (17) Fulham 844,764 4.7% 472,324 19.1% 194,809 164.8% 17,428 36.1% n/a n/a 14.7 19 (-) Bournemouth 375,650 4.7% 409,022 20.0% 273,684 55.7% 18,006 30.4% 11,879 -1.7% 12.2 20 (19) Derby Stats 2019 How local rivals match up in social networks 2 : 1 New Twitter Followers in 2018 Manchester United is adding twice as many new followers on Manchester Manchester Twitter than Manchester City United City 2M 1M 30 : 1 Time to add 10k new fans on Facebook It takes Everton a month to match Liverpool’s daily growth Liverpool Everton on Facebook 2 Days 2 Months Total number of Instagram fans Dec 2018 2 : 1 Crystal Palace has twice as many followers on Instagram than Crystal Palace Brighton 177k Brighton & Hove Albion 356k 4 : 1 Time to add 10K new fans on Weibo In China Tottenham Hotspur is adding new followers four times Tottenham Arsenal faster than Arsenal – the exact 8 Days 33 Days reverse of last year’s result, when Arsenal held a 4:1 advantage SOCIAL NETWORK RANKINGS 2019 Manchester United United has maintained its lead in our Main Table by amassing millions of new followers on Instagram and Twitter, and by launching an official YouTube channel, which plugged the only significant gap in its social media armoury.
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